"We think it is the future of entertainment. But it is obvious that expectations for 3D radically changed after James Cameron upped the ante with Avatar. So, now the industry has to get to the point where both hardware and content are capable of delivering a comparable experience at home," said Del Rizzo.

"We at Nvidia know the holy grail of 3D entertainment is affordable price points and a game or movie that makes the viewer/player sit up and truly say 'wow.'

"And that is why we are working with developers to help achieve that goal. In essence, we want people to get excited about 3D because it is better, not different. And they are, because it definitely is, right now in 2010."